Whether it’s for your own Virtual Assistant business, or as a client task, knowing how to create a persuasive landing page is an important skill to have.
- If you’re trying to capture email addresses for your own marketing purposes, you may want to use a landing page.
- If you’re selling a bespoke service or programme, you’ll almost definitely want to use a landing page.
- And if your client has created a product, service or programme that needs marketing, you’ll certainly recommend they direct traffic to a dedicated landing page.
There are countless reasons why landing pages are a vital part of any data capture or sales funnel. But at its most basic, it’s because an effective landing page converts.
How landing page savvy are you?
I’ve been working on quite a few landing pages recently, so I’ve spent a fair bit of time researching and learning from the experts – Neil Patel, Brian Clark, etc. And they all have (at least) one thing in common – they are repeatedly successful because of the power of their landing pages.
Well, perhaps it’s not all down to the landing page – good marketing is vital too. But let’s face it, there’s not much point in great marketing if the page that your visitors land on isn’t good enough to convert.
So without further ado, here are the common factors that make a successful, persuasive landing page …
There are essentially two key entities that work together:
- Look & feel
Let’s start with the look & feel. The design.
Best practice is as follows:
- Clean, simple structure
- Use white space
- Include visual stimulus to create flow and draw the eye
- A single and obvious take-action button
Now on to the slightly more complex content requirement.
Of course, the content itself depends on what it is you’re selling.
For example, you won’t necessarily need to go to town if you’re literally giving away a free eBook to build your email list. You may not even use a landing page at all, although it can still be useful to add a little more detail than an opt-in button allows – remember, it’s getting tougher for people to part with their email addresses. You gotta be giving them something of real value. This is where a dedicated landing page can help.
So whilst the weight of each section below may differ, the basic steps do not.
This is what will draw the reader in, or not. Therefore, it’s the one element to spend the most amount of time getting right.
The headline should ideally be three things:
And achieving it, can be done in several different ways. For example, in the form of a ‘How to … ‘, a testimonial, as self-interest, a question, using fear, etc.
Some well-known examples of each are:
How to Win Friends and Influence People
I was Going Broke – so I Started to Read the Wall Street Journal
How Much is Stress Costing Your Company?
Do You Want to Save Money on Your Heating Bill?
Do You Make These Mistakes in English?
And remember formatting matters too:
- Make sure it’s the largest font on the page
- Capitalise the first letter of every word
- Page centred
Your subheading is there to build on the heading and reel the reader in further.
Here are three ways to use the sub headline:
- Provide explanation (if needed)
- Include another benefit for added persuasion
- Encourage the reader to take action
Use the one that’s most needed for that landing page.
And don’t forget about the design element either. The sub headline should be larger and bolder than the body copy, but secondary to the main headline.
We now move on to the body copy. Here you’ll want to show understanding and provide a solution.
One of the best ways is by telling a story, which is where empathy comes in.
Think about your offer and create a story around it.
Say you’re a whizz bookkeeper and you’re trying to drum up new business with a bespoke, one-click signup to your new service.
What do you think would be holding your target client back?
Think about their pain points and then empathise with them. Show you understand that they’ve been let down in the past. Perhaps they’ve used a bookkeeper, only to hand over their returns and been penalised for inaccuracy.
Whatever you think their main pain points are, empathise.
Show them you care.
This starts to build trust.
Remember, people aren’t really interested in the features of your new product, or what qualifications you have.
They’re interest in what it can do for them.
So always lead with clear benefits.
The easiest way to do this is to make a list of all your features. Be it a service, product or programme. It’s all the same. Then alongside each feature, write down its benefit to your target audience.
Each persuasive benefit will build on the last, making it impossible for the reader to turn away.
One of the greatest pieces of advice when writing any type of persuasive sales copy – which your landing page is – is to be upfront and open. There will be objections, so you may as well address them in your copy so they don’t turn away at the last minute.
Overcoming objections is easy, but you have to know what they are.
And to know that, you must know your target market.
Create your own personalised client or customer avatar. Include everything about them. Once you have that person clear in your head, you’ll know their pain points so can overcome their objections.
Sprinkling in testimonials provides the social proof that many of us need before signing up to a new product or service.
Use your most powerful or relevant at key points within the landing page.
Be precise, clear and direct.
Maximise on the CTA button by using words that state clearly what you want the reader to do and what they’ll get by doing so.
This is not the time to be ambiguous.
For example, if you want them to sign up to your mailing list in return for your ‘Top 10 Tasks to Outsource to your Virtual Assistant’ eBook, tell them:
“Click Here to Get Your FREE eBook – Top 10 Tasks to Outsource to your Virtual Assistant”
Depending on what your landing page is about, this section may or may not be relevant. But if you’re selling a programme or product, you may want to include a ‘100% 30-Day Money Back Guarantee’ or another similar guarantee.
It’s effective in overcoming the final objection that may still be lingering – the financial one.
According to many experts, including Neil Patel, the postscript is the second most crucial part of your landing page (the headline being the first).
It should reinstate your offer whilst giving an added incentive, along with creating a sense of urgency.
Postscript tips include:
- Bonus offer
- Deadline (which you must adhere to)
- Another testimonial
- A final benefit
If you haven’t created a landing page before, try one out, even if it’s fake! They’re super fun to work on as you’re essentially writing a story with a purpose …
- Grabbing attention
- Enticing them in deeper
- Listening and understanding
- Offering a simple solution
- Assurance that they’re not alone
- Providing a clear and easy resolution